Mastering the Digital Transformation of Sales

Managerial and academic literature provide only limited guidance on how to drive the digital transformation of sales. This article presents a model for in-depth analysis of sales processes, goals for each process in terms of effectiveness and efficiency, and a structured set of digital responses. Fo...

Full description

Saved in:
Bibliographic Details
Published in:California management review 2020-08, Vol.62 (4), p.57-85
Main Authors: Guenzi, Paolo, Habel, Johannes
Format: Article
Language:English
Subjects:
Digital transformation
Electronic commerce
Guidelines
Online sales
Retail sales
Sales
Transformation
Citations: Items that cite this one
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:Managerial and academic literature provide only limited guidance on how to drive the digital transformation of sales. This article presents a model for in-depth analysis of sales processes, goals for each process in terms of effectiveness and efficiency, and a structured set of digital responses. For managers, it provides actionable guidelines on how to drive the digital transformation of sales, a large set of inspiring examples, and an international benchmarking opportunity.
ISSN:0008-1256
2162-8564
DOI:10.1177/0008125620931857